Search form

Search form

It's vital that marketers learn to make their content discoverable via search engines, writes Patricia Travaline. Using current events as inspiration for your content can help your brand capitalize on the buzz surrounding a hot topic, while creating content with a variety of shelf lives will ensure that you're offering potential customers every opportunity to discover you. Influencer outreach is also critical, as links back to your brand from influential websites will better your search-engine rankings.

Related Summaries

Nearly half of business-to-business marketers don't have a written content strategy, per MarketingProfs and the Content Marketing Institute. Create a documented strategy to cement your marketing goals, and use search-engine optimization to ensure it's reaching the right audience.

It's easier to create content that spreads freely online if you have a clear idea of where your brand stands and what sets it apart from the competition, Patricia Travaline writes. Influential fans can be great sources of compelling content if they're approached properly. "[M]arketers must ask: Is this content something our community will share? If each piece speaks to the passions and interests of the community, then that answer is yes," Travaline writes.

Online consumers have an attention span of eight seconds -- a second less than the average goldfish, Patricia Travaline writes. That means marketers need to cut to the chase with content that immediately communicates its relevance and urgency. "[I]f marketers want to make an impression, they need to do it quickly," Travaline writes.

Social-media marketers should make the most of search-engine marketers' hard-won insights, writes Rob Birgfeld. The obvious place to start is by making sure you're using the right keywords in your social content. Marketers should also ensure that they're posting content at a time when people are online and receptive, and they should use search-style targeting to make sure they're reaching out to the right audience, he writes.